MAIN INSIGHT No two gemstones are the same
STRATEGY In an industry full of diamonds be a gem. Express individuality and independence.
PROPOSITION No one is the same
BIG IDEA Remarkably Distinctive
A series of Adshels and posters would be in the surrounding area of Leeds to attrach customers to the small independent shop. The art direction showcases a bit of the history that the company don't use, their gemstones originated from Kenya.
African animals and their markings reflect the individuality of the shop, as well as the inclusivity of being part of something unique.
To increase, brand loyalty and more candid advertising, the bags received with a purchase would be unique and an extra perk.